The go-to-market playbook.

Are you great at building digital products, but not so great at getting it out there?

This go-to-market playbook is ideal for B2C and B2B companies taking digital products to market.

Why this playbook?

Getting a product on the shelf is only the first half of the journey.

Getting that same product flying off the shelves is the second half. This playbook sets out a clear path to get the second half right. I know you may be thinking that there is a wealth of information out there on product marketing strategies, but it is precisely this overabundance of information that gets companies stuck and paralysed.

The aim with this playbook, is to get you unstuck. It is not so much a course that dumps facts, trying to persuade you WHAT to think. Instead, it shows a process that empowers you to know HOW to think about your go-to-market strategy. You will be able to use it on repeat for the rest of time.

What is it?

The go-to-market toolbox is the result of 8 years of go-to-market experience with B2B tech companies. This course provides a sequential process, based on a large set of Google sheets, where you will have the tools to take ownership of your go-to-market strategy. By using it, you will be able to

• define and quantify your market size, segments, and ideal customers.
• position your product to win against your competitors.
• build a quantified commercial plan, because you will have better data to understand your potential profits and expenses for each product line, based on the market information.
• clarify the product offering in market-facing language, not only in product/feature language.
• apply powerful story frameworks to your messaging, across your website, socials, pitch decks, and other sales collateral.
• develop a clear marketing strategy with a buyer's journey underpinning your content calendar, so your marketing efforts align with the business goals in a measurable way.

Who is it ideal for?

SMB Owners

SMB owners, often more confident about products than markets, face numerous challenges:

• Concerns about GTM coordination: This course provides a clear system to align teams and streamline GTM efforts.
• Pressure to deliver ROI: Navigate market variables with confidence, ensuring investments yield returns.
• Balancing visionary goals with market realities: Gain clarity on market dynamics to align goals effectively.
• Uncertainty about marketing strategy: Develop a robust GTM strategy tailored to your product and target audience.
• Fears of missing threats and opportunities: Identify and capitalise on market opportunities while mitigating risks.
• Addressing unknown unknowns: Gain insights and tools to anticipate and manage unforeseen challenges effectively.

VCs and Tech Investors

For VCs and tech investors seeking more than pitch decks and financial projections, this course offers:

• Deeper insights into product viability: Understand market dynamics and product-market fit more comprehensively.
• Evaluation of product quality: Equip yourself with tools to assess product quality accurately.
• Clarity on product readiness: Assess the readiness of products/features accurately before investment.
• Comparing dissimilar investment opportunities: Develop a standardised approach to evaluate diverse investment opportunities effectively.
• Assurance about a company's commercial experience: Gain confidence in the commercial potential of invested companies.

Brand/Marketing Agencies

Creative agencies aiming to thrive in the competitive landscape benefit from:

• Differentiation: Learn strategies to stand out in the market and attract tech clients effectively.
• Understanding the importance of product marketing: Gain insights into the critical role of product marketing in acquiring and retaining clients.
• Expanding scope of offerings: Diversify your services with a comprehensive understanding of GTM strategies.
• Strategic clarity and communication: Communicate effectively with clients and internal teams, ensuring everyone is aligned with strategic objectives.
• Efficient task allocation: Learn how to allocate tasks effectively, whether working with in-house teams or clients.
• Refreshing creativity: Discover new approaches and tools to invigorate your messaging creativity, and other creative processes, to be the freshest fish in the market.

Product Marketers

For product marketers seeking tried-and-tested processes and tools to steer GTM strategy and unlock creativity, this course offers:

• End-to-end processes: Develop a comprehensive understanding of GTM strategy from market analysis to execution.
• Tools for GTM strategy: Access practical tools and templates to streamline GTM efforts and drive results.
• Unlocking creativity: Learn techniques and approaches to infuse creativity into GTM strategies effectively.
• Assurance of success: Gain confidence in your GTM strategy with proven methodologies and best practices.